Campaign details

Agency: RPM
Country: United Kingdom


Captain Morgan enjoys high awareness and conversion in the on-trade, but is often not bought by shoppers in the off-trade, who consider spirits and mixed spirits drinks per se as expensive, hard to make and risky to serve at home. And although summer is a key period in terms of the opportunities it provides for relaxed hosting occasions at home, it is also a moment when our target audience can often default to easier, more familiar beer and wine choices.

Diageo realises the importance of embedding brands within culture, and increasing their relevance to their target market in order to make Captain Morgan their drink of choice. We needed to embed Captain Morgan in culture, to drive awareness and therefore drive purchase of Captain Morgan across the key summer trading period.

National Context of the Campaign

The campaign was run as Leicester City were sending Shockwaves through the football world. The underdogs were storming to victory in the Premier League – the UK's top football competition. As football is the UK's biggest national sport, everyone was talking about them. Captain Wes Morgan, as Leicester's inspirational Captain leading his team to victory, was at the heart of this conversation. By celebrating Captain Wes and Leicester's amazing achievement, Captain Morgan became part of the national conversation and football culture in the UK and beyond.